McDonald's minimalistic "Next Exit" campaign with Canadian agency Cossette and Comedy Central's Donald J. Trump Presidential Twitter Library have received the Grand Prix awards for outdoor at the Cannes Lions International Festival of Creativity, which began presenting its awards on Monday.
Jury president Chris Garbutt, Chief Creative Officer at TBWA, said the jury had been deliberating until 1:30 a.m. He said much of the work was "facing something head-on," citing work like Burger King's trolling of McDonald's (done with Grabarz & Partner).
The outdoor category is one in which jurors can pick two Grand Prix winners â€” since it's tough to compare something like a poster with a more complex outdoor installation.
The Donald J. Trump Presidential Twitter Library" is a satirical museum experience showcasing Trump's relationship with Twitter. The free pop-up, created via Pop2Life and situated around the corner from Trump Tower, offered interactive installations and decor inspired by Trump's taste.
Garbutt said that some American jury members worried it was too New York-centric or too regional. But he said voices from other markets found it inspiring to use satire to work through tension.